But despite the millions of potential customers circling the various platforms in search of fresh services, products or ideas, many PR specialists are still finding it difficult to develop and implement a sound social media strategy.

“I’m a big believer in creating and sharing meaningful content,” says Danni Snyder, co-founder and creative director at jewelry brand Dannijo told Mashable. “Over time, that is every brand’s best bet for creating and sustaining a following that will grow their business.”

In order to snag new customers into your social media web, while maintaining existing ones, savvy PR specialists must learn how-to “deliver the right messages to the right people at the right time.” Mashable — an online news site that covers digital culture, social media and technology— offers six ways to acquire new customers via social media.

According to a new survey from WPP’s Mindshare, nearly two-thirds of women ages 18 to 29 said they check social media sites while watching TV. Over 40 percent said that social media is where they learn about breaking news, which they share with friends.

More than 35 percent of the same age group said they would “try a new product based on a friend’s social media recommendation.”

“The study illuminates the true passion and engagement women have with social media, underscoring the great opportunity for marketers to reach a female audience,” said Antony Young, CEO North America, WPP’s Mindshare.

Worldwide, women account for 46 percent of all Internet traffic, and more than half of their time online is devoted to “connecting” activities such as social networking, e-mail, blogging and instant messaging, according to TNS, a Kantar company and part of WPP.

The market research technology group studied different types of online activity, while comparing gender usage patterns for their Digital Life Study. They found that women have equally or surpassed their male counterparts in eight of eleven distinct areas. Women—according to the study— spend 36 more minutes per week on social media, 18 more minutes shopping and six more minutes on e-mail, organizing and personal interests than men.

“Women have expanded their sphere of influence to the digital mainstream,” said Brian Cooper, Vice President at TNS. ”Understanding their emotional connections with the web, and how that differs from region to region is critical. The more messaging aligns with the media and motivations the more it will likely be received and acted upon.”

Overall, women communicating online more than men remain the worldwide trend. However, there are regional differences. The survey found that Latin American women devoted the most time of any region to digital discussions, more than two-thirds of their online time, followed by European women at 54 percent, U.S. women at 45 percent and Asian-Pacific women at 38 percent

The report, “Variance in the Social Brand Experience,” included input from over 1,300 consumers and over 120 CMOs who had very different ideas about the social media marketplace. While consumers continue to be very vocal about what they want in exchange for connecting with a brand on social media, CMOs still find it difficult to connect with their customers.

“The gap between what consumers want and what they’re getting from brands online represents a timely opportunity for social business advantage,” said Liz Miller, Vice President of Marketing Programs for the CMO Council. “By defining how well brands are embracing social media, how and why consumers use social media to engage and connect with brands, and what they expect as a result of ‘liking’ or following a brand, ‘Variance in the Social Brand Experience’ reveals how brands who give their social customers useful and engaging online experiences can gain a significant advantage in 2012.”

According to the report, 65 percent of consumers said that they connect with brands on Facebook and other social networks for the games, contests and promotions. Over 50 percent said that they connect with brands to learn about new products and over 30 percent just wanted to show that they are fans.

On the other hand, nearly 60 percent of CMOs believe people like their brand or follow them on social media because they like the content they are sharing, while only 33 percent believe their fans are looking for incentives or rewards, and only 27 percent believe customers are seeking special savings or experiences exclusive for followers.

When consumers were asked, “Why do you like a brand on Facebook?” 67 percent of the respondents said they do so to get exclusive offers.

“The social brand explosion has created a wave of loyalty among social consumers who are eager to show their support and share their experiences with others online, but this loyalty comes at a cost—from savings to games—that consumers see as their social currency,” said Miller. “Social media can garner significant influence and pull for marketers who can bridge this gap in expectation and execution.”